Aditya Birla Capital has rolled out a campaign ‘Motherhood On Hold’, ahead of mother's day. 

Conceptualised by FCB Kinnect, the campaign consists of a film. It opens with a woman seemingly conducting a routine HR exit interview. She says that after careful consideration, there just isn’t enough budget, resources or time to give them the start that they deserve. In a twist, the ‘candidate’ she’s letting go is revealed to be her own future child - a dream put on hold due to financial constraints. 

What we think about it: Delivers a poignant, purpose-led narrative that reframes financial planning through the lens of delayed motherhood. The emotive twist challenges typical Mother’s Day tropes with a raw, resonant story that stays with the audience and is very hard-hitting. 

Darshana Shah, CMO, Aditya Birla Capital said “We believe in enabling people to make life decisions on their own terms. Motherhood should never be a compromise. ‘Motherhood On Hold’ is a powerful reminder of the financial realities many women face today, and a call to act early, so that dreams like motherhood aren’t dictated by circumstance.”

Chandni Shah, COO, FCB Kinnect, added, “Instead of echoing the usual warmth of Mother’s Day, we chose a narrative that’s raw, urgent, and real. ‘Motherhood on Hold’ is for the women still waiting to become mothers, a reality often left out of the conversation. And that’s where creativity becomes meaningful, when it bridges emotional insight with brand purpose.”

Neville Shah, CCO, FCB Kinnect said, “Today planning for motherhood is stressful enough as it is. And to add to it, the cost of becoming a mother and being a parent is rising. We just wanted to gently nudge the people who want to be mothers so that we can help them plan one thing and ease that stress.”